These are among the possibilities raised by a new report from the London Assembly's Conservative group, which claims that the capital's public transport fares could be frozen for a year or rises capped at the level of inflation for three if Transport for London entered into a package of sponsorship deals. They cite a poll of 500 Londoners to claim that 74% either agree or strongly agree that TfL should "expand their use of sponsorship across public transport" and use the takings to "freeze or cuts fares."

Labour's Val Shawcross has responded by cheekily congratulating the Tories for recognising that fares are too high, while Lib Dem Caroline Pidgeon has reprised the argument that neither the Air Line nor the cycle hire arrangements have turned out to be quite the value-for-money deals the mayor had advertised.

My instinctive, deeply traditionalist, response is to reject the Tories' idea on heritage grounds and wonder if the financial gains would be worth the desecration - I've never shifted from my view that Barclays have had by far the better of the cycle hire deal.

But there's no denying that TfL needs to exhaustively explore every option it has for raising cash and there is a sort of precedent for Tube stations being renamed in cooperation with private companies. There used to be one called Gillespie Road, but it became Arsenal in 1932.

The idea also opens up some interesting possibilities. Londonist toys with the "McNorthern Line" and "Babybellsize Park". Your suggestions and your views on the Conservatives' report gratefully received.